How trust and focus drove a 60% increase in trade‑media results

This past year, Supagas saw a 60% increase in results from trade media activity compared to the previous year. This uplift included page views, average time on page, impressions for both the editorial stories and digital banners, and banner click‑throughs. That increase didn’t come from doing more marketing; it came from sharpening topics, tightening placements and improving the quality of every story we put into market.

Together, we reviewed the previous year’s activity and really scrutinised the data. What did readers engage with? What did they ignore? Which stories converted? The more we understood what targeted readers really cared about, the clearer our path became.

Why access matters

Forza adds the most value when clients like Supagas trust us and grant access across the business with their leadership, sales and operations teams. Large, over‑resourced marketing teams are a thing of the past. Most organisations now cover multiple marketing streams with lean teams and finite budgets, so “nice to have” activity isn’t affordable. You need solutions that move the bottom line.

When I can hear directly from sales and operations about what really matters to customers, I can work with marketing teams to shape content that speaks to real problems, real objections and real value, not just internal assumptions.

Collaboration, feedback and analytics

Collaboration and honest feedback are non‑negotiable. We constantly review analytics to see what readers are interested in (and what they’re not), then decide what to dial up, dial down or stop.

 I know how time‑poor marketing leaders are. It’s often impossible to read every story, ad and article in detail. Part of my role is to do that heavy lifting: reviewing, critiquing and optimising in collaboration with publishing partners so clients benefit from insight without needing extra hours in the week.

A decade‑long partnership that works

I’ve been fortunate to work with the COG Agency Group for around 10 years, and the relationship works because it feels like a true partnership. We push each other for the best possible results for our clients.

The COG team has a strong understanding of heavy industry, the media landscape and the channels to reach decision makers. Working closely with the Supagas team and COG, I support:

• Content calendar and cadence

• Story and angle development

• Interview preparation and briefing

• Reviewing performance and results

Right now, we’re building the next content plan using an 80/20 approach: most of the ideas and structure are locked in early, so we can plan where to invest in SEM and how to support it with SEO. When the foundations are clear, every additional investment works harder.

Beyond content: amplification and integration

Content alone isn’t enough. It must be amplified through the right targeted channels and supported by smart SEO and SEM.

Because I sit at the intersection of the client’s business, the sales reality and the media partner’s channels, I can help make sure each piece of content is not only well written, but also well placed and well supported.

Why this work matters

This isn’t only about a 60% increase on a dashboard. It’s about building a way of working where:

• Marketing is grounded in what readers and customers genuinely care about

• Sales, operations and leadership have a voice in the stories we tell

• External partners are treated as part of the team, not just suppliers

It’s a pleasure to have Supagas as a client and COG as a long‑term partner. When everyone is aligned around what truly matters to the business, results follow and the work becomes more enjoyable, which makes us want to work even harder.

Want to discuss how we got a 60% lift from trade media? Let’s connect.